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Using Big Data & Analytics to Increase PR & Marketing Brand Awareness
Stephen Loudermilk, Global Director, Media & Analyst Relations, LexisNexis
Chairman, PRSA Tech Section and Treasurer, PRSA Southeast District
stephen.loudermilk@lexisnexis.com
678-694-2353

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Overview
What this Presentation Will Cover
Ways to Increase Brand Awareness and PR Campaigns Using Big Data
and Predictive Analytics
Social Media/Conversation Monitoring Tools and Dashboards to Provide
More Actionable Intelligence for Your PR and Marketing Campaigns
Real-World Case Studies on Leveraging Big Data Effectively in
PR/Marketing Campaigns
Quick Update on the PRSA Tech Section
Using Big Data & Analytics to Increase PR & Marketing Brand Awareness
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Increasing Brand Awareness and PR Campaigns Using Big Data, Predictive
Analytics and Insights
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What is Big Data?
According to Wikipedia, Big Data is the term for a collection of data sets so
large and complex that it becomes difficult to process using on-hand database
management tools or traditional data processing applications. The challenges
include capture, curation, storage, search, sharing, transfer, analysis, and
visualization.
Using Big Data & Analytics to Increase PR & Marketing Brand Awareness
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Why is It Important and Why Do We Need to Embrace It?
It looks at large data sets and turns
raw data into “actionable
intelligence” and insights to make
better, more valuable marketing/PR
decisions
It provides clarity and clear
analysis of information so you can
sound like an analyst at the CEO’s
table
It helps forecast market trends so
your marketing/PR campaigns can
be more impactful to your customer
base in the future
It helps monitor the volume, reach
and sentiment of social media
activity around a product, brand and
trend.
PRSA understands the value of Big
Data and predictive analytics
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Big Data and Predictive Analytics By The Numbers
54% of PR people didn’t know what Big Data is, according to a
recent Ragan Communications Survey
91% of marketing leaders believe successful brands use customer
data to drive business decisions, according to BRITE/NYAMA
90% of the world’s total data has been created just within the past
two years, according to IBM
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Skills to Become a Big Data PR Master
Think about things
from an analytical
POV (i.e. be close to
your statistician
and market
researchers)
Ask lots of
questions and
understand the
new tools you are
using to analyze
data
Evaluate new
visualization, social
media monitoring
tools and analytics
packages
Learn to work with
spreadsheets and
specific analytics
packages
Start
experimenting and
looking at data in
new ways. Become
a Big Data collector
Source: Kami Huyse, CEO of Zoetica
Presentation Title
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Twice as Many Top Performing Organizations Use Insights to Guide Future
Strategies than Lower Performers
Analytics To Drive Business Decisions
60%
40%
20%
Market Insights
•
Top performing organizations use
analytics five times more than lower
performing organizations1
•
50% of respondents said that
improvement of information and
analytics was a top priority in their
organizations1
•
60% agreed that their organization has
more data than it can use effectively 1
•
70% of high-performing companies will
manage their business processes using
real-time predictive analytics or
extreme collaboration by 2016.2
53%
45%
20%
27%
0%
Use insights to guide Use insights to guide
future strategies
day-to-day
operations
Top Performer
Lower Performer
Sources: 1) Analytics: The New Path to Value, a joint MIT Sloan Management Review and IBM Institute for Business Value study 2) Analysts to
Discuss Future BPM Trends at Gartner Business Process Management Summit 2013, March 13-14 in London
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Social Media/Conversation Monitoring Tools and Dashboards to Provide
More Actionable Intelligence for Your PR and Marketing Campaigns
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Social Monitoring Tools Not Only Help You Engage But Build Awareness and
Leads with Insight
Collecting billions of articles and mentions from millions of sources and
providing real-time insights and measurement
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Taking a Deeper Look at Spredfast as a Tool to Predict and Forecast Trends for
Future PR/Marketing Campaigns
By using predictive analytics and audience measurement/engagement
techniques you can target the right audience with the right
messaging!
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Spredfast: Analytics Driving Marketing Engagements
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Spredfast Leverages Analytics to Build Awareness Campaigns By Engagement and
Audience
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The Future of Social Networking Analytics is Already Starting with New Tools
Like BusinessWire’s Nuvi
Your Social Media Command Center for Brands and Agencies to
Empower Teams to Monitor and Engage in Conversations in Real
Time.
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Nuvi is a Social Media Command Center
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Marketing Dashboards Provide the Data You Need to Sustain Your Marketing/PR
Programs
The summary should include a recap of all the stories for the month, including key highlights
and insights of marketing/PR campaigns that were successful. The executive summary is a key
way to showcase progress. For example, in X month, there were X stories on a specific
campaign, representing X% of the media coverage for the month.
Key tear sheet coverage for
the month
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Marketing Dashboards Provide C Levels the Ammunition They Need to Evaluate the
ROI of PR and Marketing Programs
Earned Placements by Media Type –
September 2013
Earned Placements by Vertical –
September 2013
Earned Top Placements – September 2013
Publication
Date
Earned Placements by Article Type and
Tone – September 2013
Article Title/Link
Company Feature
Company/Prod.
Highlight
Positive
Negative
Company/Prod.
Mention
Neutral
Executive Quote
0
10
20
30
40
50
Number of Placements
Company Feature – Company is sole focus of article
Company/Product Highlight – Company is main focus
of article (two or more mentions)
Company/Product Mention – Company is not main
focus of article (includes industry roundups)
Executive Quote – Company executive is quoted
Number of proactive communications
activities conducted per month.
Earned Social Mentions – September 2013
45
40
35
30
25
20
15
10
5
0
Industry Trending Topics –
September 2013
Trending Topic
Share of Voice vs. Competitors – Q3 2013
Earned Placements 2013 vs. 2012 YoY Comparison
400
Publication
350
300
Positive
250
Neutral
200
2012
Negative
150
2013
100
50
0
Number of social mentions each month based on data
from the social analytics tools. Forum Mentions
include company mentions in LinkedIn posts as well as
other message boards. Blog Comments include
responses to blog posts or online news.
Q1
Percentage of coverage your company garners
against it competitors top competitors.
Q2
Q3
Total Company Overall media placements for
Q1, Q2 & Q3 2012 and Q1, Q2 & Q3 2013.
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Real-World Case Studies: Using Big Data and Predictive Analytics
Effectively in PR/Marketing Campaigns
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Project Fido: LexisNexis’ Answer To Harnessing Big Data to Make Smarter
Decisions
Fido Project: A company-wide initiative to build a
data foundation required to accelerate customer
analytics internally to make insight-driven marketing
decisions
Fido Impact: Will change the way the company
makes decisions by finding and analyzing the
connections hidden in disparate data to better
engage customers
Fido Outcome: Provide one version of the truth
and a culture of analytics across the organization
using a company-wide central data warehouse
Fido Benefits: Increase customer loyalty,
opportunities for market growth, improved prospect
targeting, and optimization of go-to-market activities
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Project Fido Facilitates Analytics Across the Organization to Effectively Target
Prospects, Identify Sales Opportunities, and Retain Customers
Before
After
Result
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To Prove This, We Piloted an Attrition Model that Armed Sales with The
Knowledge of Which Customers are Most Likely to Attrite
Goal: Pilot a solution that predicts which LexisNexis customer using a
particular product set are most likely to attrite and prevent them from
leaving
How we did it:
•
•
•
•
A cross functional team was assembled to
lead the Fido pilot initiative
Created a data warehouse manually to
develop a working pilot of the attrition
model
Combined market research and customer
data together to predict attrition and
reduce it
Sales immediately called the customers
who were at risk of attriting to prevent
them from leaving
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Utilizing Market Research and Customer Data, We Were Able to Identify
Customers Who are About to Attrite and Then Prevent Them from Leaving
Two themes stood out as key predictors of
attrition:
1. If a customer is engaged they are less likely to
attrite:
• Customer Responds to Marketing Email
• Customer Responds to Net Promoter Score
survey (positive or negative feedback)
• Customer Responds “highly likely to continue to
use LexisNexis over the next 12 months”
2. If a customer has declining trends they are highly
likely to attrite:
• Drop in number of active users
• Declining usage
• Sales lost a deal (pricing, upsell, renegotiation)
in last 6 months
Attrition Rates by Sales
Engagement
6.5%
37%
Drop
57%
Drop
4.1%
2.8%
Sales conducted a call-blitz and reached out to 300
at-risk customers. Control group represents
randomly selected from at-risk customers. Sales was
not provided this list.
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Procter & Gamble: B2C Customer Example of Predictive Analytics
P&G has made available to 38,000 users analytical solutions called Business Sphere and Decision
Cockpits. The Business Sphere was developed in partnership with BOI, Cisco, HP, SAP, Nielsen and
TIBCO Spotfire. Focus is on accuracy of the information AND the interpretation.
Source: http://practicalanalytics.wordpress.com/2012/02/28/proctor-gamble-quadrupling-analytics-expertise/
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Target Case Study: Providing Customer What They Are Interested In, NOT What
They Aren’t Interested In
•
•
•
•
Using Potential Value Models and Coupon Models to Predict When Women are Due
Applying a True “360-Degree” Customer View By Linking Guests Through Store Visits,
Web, E-mail and Mobile Interactions
Using Analytics to Add Value through Different Channels and Providing Customers
with What They Are Interested In, Not What They Are Not Interested In
Using Guest ID Number to Keep Tabs on Customers Buying Habits
“Target doesn’t know when you are buying sheets. They know
what you’re doing in between them.” – Stephen Colbert,
Comedy Central
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You Don’t Have to Be a Rocket Scientist But a Little Bit of Knowledge About Big
Data and Analytics Will Enhance Your PR and Marketing Brand Awareness
Key Points:
 You don’t have to become a Big Data/Predictive analytics genius overnight.
However, become interested in data and start analyzing it.
Start using and experimenting with social media monitoring, insights and
dashboard tools. They will help you get a seat at the CEO’s table.
Build marketing and PR programs leveraging market research on customer
insights.
Stephen Loudermilk
678-694-2353 (office)
678-602-9452 (mobile)
stephen.loudermilk@lexisnexis.com
Twitter: @loudyoutloud
linked.com/in/sloudermilk
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PRSA Tech Section Update
• Close to 350 members
• High-quality programming ranging from regional “techfocused” events to cutting-edge webinars and brown
bags
• Quarterly newsletters focused on professional
development features on best practices, hot trends in
our industry and profiles on new members
• Please let me know if you are interested in joining the
Section or serving on the executive committee
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About PRSA’s Tech Section
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